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This September, Hardee’s is strapping on its party hat, breaking out the gifts, and compulsively checking its Facebook wall. The iconic brand is turning 50 and, rather than buying a sports car or picking up a perky new girlfriend, Hardee’s is rewarding customers with deals in restaurants and getting fans involved through a variety of social media channels, including giving away a total of $50,000 through The Wheel of Awesome on its Facebook page and a daily giveaways of $50 Hardee’s gift cards to Hardee’s Twitter followers.

It’s been a memorable 50 years. From hippie jingle crooners, to revved-up race cars, to squeaky-clean spokesmodels and unforgettable celebrity endorsements, Hardee’s iconic marketing campaigns are as much a part of the brand as the food. Fans, customers, employees, and friends won’t have to hear it through the grapevine as Hardee’s intends on sharing the nostalgia across the Web while asking fans to also weave their own stories and memories into the entertaining, historic tapestry.

“Hardee’s has a rich history, amazing fans and an innovative spirit,” says Brad Haley, executive vice president of marketing for Hardee’s.

“Turning 50 has put us in the mood to look back at our history and bring it to life in a modern way that gets fans involved in the party. So, we’re asking fans to share with us their stories, photos, and videos showing their favorite Hardee’s memories. Or, fans can send the brand a birthday message that could end up on our YouTube page or Facebook wall. We can’t wait to see what’s out there, and we’re definitely looking forward to making new friends, new fans and new memories.”

To inspire fan nostalgia, Hardee’s YouTube channel will feature a happy birthday video with snippets of Hardee’s history, as well as birthday messages from politicians, sports figures, franchisees, partners, bloggers and friends of the brand. Hardee’s fans are encouraged to submit their own videos in response, and selected favorites will be featured in a special tab dedicated to the 50th birthday for the entire month of September. The video will also be featured on the Hardee’s Facebook fan page, along with other retro photos, including images of people, restaurants, premiums and promotions associated with Hardee’s over the last 50 years. Additionally, nostalgia fans can visit the retrospective photo collection or subscribe to the open community group on the brand’s Flickr site to share vintage Hardee’s memories of their own.

Throughout the month, Hardee’s will engage fans on Facebook and Twitter through polls and trivia. Facebook fans can spin The Wheel of Awesome which will be loaded with fabulous prizes from electronics and sports equipment to food coupons and more. Five very lucky fans, one for each decade, will win $10,000, for a total prize giveaway of $50,000 on The Wheel of Awesome. On Twitter, Hardee’s followers will have the chance to win $50 gift cards for correctly answering trivia questions, posting birthday messages or pictures, becoming a mayor of Hardee’s on Foursquare, or writing a winning burger haiku. Fans should look for the #Hardees50 hashtag in the brand’s Twitter stream for more details. Additionally, die-hard followers (both Twitter and Facebook) will have the opportunity to add a Hardee’s commemorative Birthday Twibbon to their profile pictures.

And finally, to satisfy fans’ appetites for amazing food, which has been the star of the show for the last 50 years, Hardee’s will offer its famous Made from Scratch™ Sausage Biscuits for just 50 cents on September 30. Selling more than 300 million biscuits a year, Hardee’s is beloved for its biscuit-centric breakfast, which accounts for nearly half of overall sales, one of the highest in the industry. Fans are invited to participating Hardee’s on September 30 to indulge in 50-cent Sausage Biscuit Day (at participating locations), the culmination of the month-long birthday party. Restaurant staff might even be sporting a little retro look to their attire.